Why Do Many Businesses Have Short Life?

There is a generally accepted saying that China

All over the country, I have been asked by my boss for products. Of course, before they came, they were all confident and full of confidence. However, after careful analysis of the product, they were engaged in my more than 20 years' work.

Sometimes, I feel sorry for those bosses. They only know the production of products and do not know how to run their products. They can improve the technology and technology of a product. Unfortunately, they are weak in marketing. Even if there is one thing, they often follow the path of "impulse, excitement, blindness and chaos". In our current surplus economy era, you can't sell well, the level is not in place and the Kung Fu can't get home, so it is doomed that the product has no future and the enterprise has no future.

Lack of character, will not shout, dare not shout, do not want to shout, demand is not clear, the direction is not clear, promotion is no good, of course, here "shouting" refers to the right spread, as the boss himself, has the energy and momentum, but it does not take advantage of the strength of the force, in fact, when a product wants to stabilize the heel, the form is useless, the key is to have God, and this "God" refers to the product concept and selling point, if not so that the market is beaten everywhere, pitiful, so we have to remind the boss, if you work hard to get out of the product, if you can not open the market, that is your life's sorrow. I have reminded these bosses many times in my article that your products are, in my opinion, at best "three no products", no selling points, no models, no services, and their enterprises themselves are often.

So what do you do, ask you to make a brand, you will stare, my company is so small, and the financial strength is so weak, is it feasible?

People, is it difficult to make a brand? Is it necessary to have time accumulation and precipitation of years? Is it necessary to spend a lot of money in advertising?

No

I will tell you now that small and medium-sized enterprises are very much in the light of today's situation. It is entirely possible to change "three noes" into "three have" (selling points, modes and services) from now on. In addition, we should do the following three things: big trees, story making and emotional stimulation. Of course, this is a framework. Details have been narrated many times in previous articles, and no longer repeat.

Nowadays, many Chinese enterprises, facing the competition of global economic integration, still have a deep "grassroots" habit and way of thinking.

It is said that Chinese enterprises have "grass roots" from management to products. There are two main characteristics: one is the ability to reproduce, and the two is the ability to resist risks.

The father takes the son to enter the line, the teacher takes the disciple to enter the line, the partner successively independent, the dealer pforms into the producer and so on.

Although the development of Chinese enterprises in various fields is short, the development of cell fission makes China's industries full of people.

In the past decades, some enterprises have developed, but many enterprises have disappeared.

I remember a business owner in Beijing often said, "an enterprise has risks at all times, and it accidentally dies. In the past more than 10 years, we have seen that some enterprises around us are gone.

Is this the fate of most enterprises?

Because many industries are easy to enter and difficult to operate, some enterprises with strong combat capability have grown up quickly.

Nowadays, many enterprises have encountered the bottleneck of development, and are in the stage of "going up and down" and "going down".

The more sophisticated the product is, the less effective the enterprise will be, and the ratio of investment to income is not as good as a year.

Because of the pressure of market competition, the enterprises which lack the basic precipitation become more impetuous. The enterprises focus too much on vested interests. Sales of products rely on promotional activities or price discounts, and products rely on "COPY".

Many enterprises are like "bear blind", every time they develop new products, they are equivalent to the negation of their previous products.

Although enterprises have been developing in constant denial, enterprises themselves can not form a stable product style and system. When the enterprises reach a certain scale, the owners suddenly find that the enterprises' rise is weak.

Because of the fast growing speed, most enterprises lack basic precipitation. While the enterprises are growing bigger, the bosses are gradually "not playing", worrying about the sales of products, and making trouble for the development and management of distributors. Although many enterprises are very clear about their own problems, they can not find solutions, and really encounter problems that can not be solved with money.

What can't be solved with money?

It is the product marketing ability of an enterprise.

Admittedly, the product is the reason for the existence of an enterprise, and is also the foundation for the success of an enterprise. No matter whether the competitive environment of the enterprise is in the period of growth or maturity, or even when the market is in decline, there will be a steady stream of new products, but only by finding a way out for the product and successfully entering the market, is this the foundation for an enterprise to grow in the past century.

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At present, China needs to learn "Phoenix Nirvana".

"Phoenix Nirvana" is an ancient legend in our country: Phoenix was originally a common bird in the world. If it wants to fly into heaven and become a bird, it must first die and then regenerate in the fire with the aid of fire. As a result, Phoenix becomes the sacred thing of the Chinese nation and our auspicious totem.

The development of enterprises depends largely on the boss's ideology.

Many bosses in the fierce competition, with flexible guerrilla tactics, have made the enterprises bigger and bigger, and have accumulated rich experience in actual combat. But when the enterprises reach a certain scale, these experiences are over, no longer suitable for the further development of enterprises, so the bosses should have the spirit of "Phoenix Nirvana".

With a flaming flame, the product can be reborn with the aid of fire.

But what is this fire?

Many enterprises do not know, in fact, it is the external brain, a consulting firm with rich experience in marketing management.

However, after all, fire is dangerous. If we look for a wrong flame, we will burn ourselves out.

How can we find a suitable flame for ourselves to be reborn?

Over the past few years, the company has studied the development and R & D trends of various enterprises in the global and emerging markets in China from an international and global perspective. It also focuses on the market dynamics, research and development, packaging technology, laws and regulations, and the top experts in the industry. It helps to improve the quality of products and enhance the competitiveness of enterprises in the market.

Mr. Yu Fei, a famous brand marketing expert, has been engaged in the marketing industry for more than 20 years. After deep reflection and discussion, he concluded that in the increasingly homogenization of products, the competition between enterprises and enterprises in the final analysis is marketing competition.

When it comes to marketing, price war, advertising war, channel warfare, terminal warfare, service war and so on, how are we going to fight?

When it comes to cases, it is Coca-Cola, Procter & Gamble, McDonald's, DELL computers, a master, often Welch, Kotler, international business case, master style really apply to our local enterprises?

Marketing concept from 4P to 6P, 8P, and 4C, 4R, from subdivision to positioning.

Actually, the competition between enterprises ends with 2 words: "innovation".

When everyone is using fashionable words to do marketing, when everyone is using the conventional marketing techniques, we will feel that the price is lower and the cost is bigger and bigger. The marketing staff complain more and more, the profit is less and less, the pressure of the manager is bigger and bigger.

Is there a low cost marketing method?

At the same time, the concept of "low cost marketing" proposed by LAN Ge Yang has made a great contribution to the "death and resurrection" of many enterprises.

But today, when low cost marketing becomes a target pursued by many enterprises, it falls into a "misunderstanding".

According to the survey, the low cost marketing implemented by most enterprises is self-sufficient marketing, and not consulting and consulting with professional consulting and planning companies, thus falling into a misunderstanding and not knowing it will lead enterprises to stagnate.

Here, Mr. Yu Fei, a famous brand marketing expert, solemnly reminds enterprises that low cost marketing must be supported by the "outer brain". Otherwise, success is only an accident.

As market competition becomes more and more fierce, more and more enterprises begin to find professional planning and consulting organizations because of their insufficient strength, lack of knowledge of the market and inaccuracy in marketing. In fact, enterprises need more effective planning agencies, which can increase sales volume, have relevant experience and have many successful cases.

At the same time, we hope that these organizations can provide integrated marketing planning, overall image planning and brand image development with a "package" low cost marketing service.

Only in this way can the brilliant future of the enterprise become a reality, so that the products of the enterprise can be reborn with the help of the blue and intelligent ocean.